DRIVING PATIENT ACQUISITION:

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1 DRIVING PATIENT ACQUISITION: THROUGH DIGITAL ACCESS /

2 ADAM DORFMAN SVP, Technology SIM M I C H A E L V U J O V I C H Director of Digital Marketing OSF

3 YOU WILL LEARN How to use technology & tools to complement your digital marketing strategy What is location data and how it is used for patient acquisition Where location data is distributed and what kind of results to expect

4 OSF FUNCTIONAL TEAM MODEL S T R AT E G I C M A R K E T I N G P U B L I C R E L AT I O N S O P E R AT I O N S C R E AT I V E S E R V I C E S DIGITAL Planning & Strategy Research Internal Communications Regional Communications Community Relations Writing Design Photography Social Media Results Media Relations Events Video Web

5 OSF CROSS-FUNCTIONAL TEAM MODEL Strategic Marketing Director PRIORITIE S Writer Media Relations Branding Innovation ACO/Risk Pops Regions: Service Lines: Hospitals Cardiovascular Medical Group Neurosciences Prompt Care Pediatrics Home Care M A R K E T I N G B U B B L E T E A M Graphic Designer Digital Marketing Community Relations

6 VALUE OF A VENDOR PARTNER SEO CONTENT MANAGEMENT D I G I T A L TEAM HEALTH LIBRARY LOCATION DATA MANAGEMENT ONLINE REPUTATION

7 BUSINESS NEEDS TO BE MARRIED TO TECHNOLOGY EXAMPLES: Urgent care wait times Accepting new patients search Online scheduling Search by insurance Search by clinical interest/area of expertise

8 THE IMPORTANCE OF CLEAN DATA Cleansed Practice Management Data Cleansed EHR Data Cleansed Credentialing Data

9 THE IMPORTANCE OF CLEAN DATA Cleansed Practice Management Data LOCAL ECOSYSTEM Connects Patients to You Initiates and Drives Patient Engagement Cleansed EHR Data Cleansed Credentialing Data Influences Patient Behavior Provides Continuity from Marketing to Healthcare Delivery

10 SINGLE SOURCE OF TRUTH CURRENT STATE: STAKEHOLDERS: At least seven (7) disparate sources are managed independently of one another. Naming conventions are inconsistent. There is no set process for updating all sources. Support roles are also unclear when it comes to updates. Human Resources Legal Finance & Accounting Supply Chain Business Development EMR Real Estate & Facilities Compliance Analytics Credentialing Marketing

11 LOCATION DATA People and Places

Latitude/Longitude: your latitudinal and longitudinal coordinates, which comprise your pin data, make it possible for your business location to appear accurately on mapping apps such as Google Maps

12 WHAT DO WE MEAN BY LOCATION DATA? Primary Elements of Location Data: NAP Data: consists of data elements core to a business location, including business name (also referred to as business title ), address, and phone number. Latitude/Longitude: your latitudinal and longitudinal coordinates, which comprise your pin data, make it possible for your business location to appear accurately on mapping apps such as Google Maps and Apple Maps. Business Category: the type of business you are. Business category is often classified by industry, but data aggregators and publishers use their own taxonomies. Business Description: a brief description of what you do. A healthcare system will likely need to manage multiple descriptions of different services offered. Hours of Operation: these may vary among services offered inside a healthcare organization.

business title ), address, and phone number.

appear accurately on mapping apps such as Google Maps and Apple Maps. Business Category: the type of business you are.

13 WHAT DO WE MEAN BY PHYSICIAN DATA? Primary Elements of Physician Data: NAP Data: consists of data elements core to a physician, including business name (also referred to as business title ), address, and phone number. Latitude/Longitude: your latitudinal and longitudinal coordinates, which comprise your pin data, make it possible for the physician to appear accurately on mapping apps such as Google Maps and Apple Maps. Business Category: the type of business you are. Business category is often classified by industry, but data aggregators and publishers use their own taxonomies. Business Description: a brief description of what you do. A healthcare system will likely need to manage multiple descriptions of different services offered. Hours of Operation: these may vary among services offered inside a healthcare organization.

14 WHAT DO WE MEAN BY LOCATION DATA? LOCATION ATTRIBUTES: Handicap accessible Valet parking Free wifi PROVIDER ATTRIBUTES: Specialties Insurances accepted Education

H EALTH C AR E SYSTEM D ATA AR C H ITEC TU RE LOCATION DATA TYPES: Here are some of the examples of location data types that large healthcare systems need to

15 H EALTH C AR E SYSTEM D ATA AR C H ITEC TU RE LOCATION DATA TYPES: Here are some of the examples of location data types that large healthcare systems need to manage as part of a parent/child relationship. PARENT Healthcare system CHILD Hospital Service line Practice location Physician SIM Partners Proprietary and Confidential

16 CLARIFY YOUR PHYSICIAN AND LOCATION ATTRIBUTES Locations and professionals (physicians) are not the same. Map your data accordingly. Location Data SPECIALTIES: Pediatrics Hours of Operation: Monday Friday 8:00am 5:00pm DATA TYPES: Physician Location Physician Data Hours of Operation: Monday, Wednesday 10:00am 2:00pm SPECIALTIES: Neurosurgery Pediatrics

17 HOW PHYSICIAN DATA DRIVES PATIENT EXPERIENCE Foundational data assets drive physician directory Location Data NAP Data O S F H e a/longitude l t h C a r e Business Category Business Description Hours of Operation

18 THE ECOSYSTEM

19 THE LOCAL DATA ECOSYSTEM IS COMPLICATED Information Services Ad Networks Navigation Systems Mobile App Platforms Data Amplifiers Search Engines Directories (Vertical Specific) Data Services Directories (General) Social Media GPS

20 WITH 1000 S OF COMPANIES USING LOCAL DATA

21 AND THEY ARE ALL INTERCONNECTED

22 HARMONIZE, CONFIGURE, AND AMPLIFY YOUR PHYSICIAN / LOCATION DATA Business Rules Geo Codes USPS Attribute Mapping Data Dictionaries Data Taxonomies Amplifier Specifications Business Categories Data Harmonization Data Configuration Google My Business Facebook Apple Provider Directory Clinic Locator Data Aggregators YOUR DATA SOURCES VELOCITY AMPLIFICATION OF PHYSICIAN/LOCATION DATA TO ECOSYSTEM Voice Search IOT

location data by distributing to data amplifiers to increase

23 MANAGE Build local data assets by consolidating, cleansing, categorizing, and optimizing data DISTRIBUTE Unleash your location data by distributing to data amplifiers to increase visibility MONITOR Understand your location data health and how you can improve

24 OSF SUCCESS

25 203 MANAGED LOCATIONS

26 LOCATION DATA HEALTH MAY DATA POINTS FIXED* 21 LISTINGS CREATED** On average, our team would spend 20 MINUTES per data point ensuring data accuracy without SIM.! THIS MONTH, SIM SAVED OUR TEAM ROUGHLY 11 DAYS OF WORK.***

27 WHAT DATA WAS FIXED 27% 27% Website Fixed Address Fixed Name Fixed 26% 20% Phone Fixed

28 BingLocal CitySearch Facebook WHERE THE DATA WAS FIXED Google My Business Insider Pages Local MapQuest Super Pages Yahoo Local

29 3,925 LOCATION DATA HEALTH DATA POINTS FIXED SINCE LAUNCH! SINCE LAUNCH, THIS TECHNOLOGY SAVED ROUGHLY 164 DAYS OF WORK.

30 LOCATION DATA HEALTH 61% IMPROVEMENT FOR LOCATIONS SINCE LAUNCH

31 VALUE DELIVERED Ensuring data accuracy in the local ecosystem means An increase in visibility in 100s of places where location data exists A stabilization of conversions opportunities A reduction of overall risk in traffic loss A solid foundation to build other marketing efforts on top of

32 GOOGLE MY BUSINESS REPORT BEFORE & AFTER

33 OTHER DIGITAL PROJECTS

34 CREATING AN ON-DEMAND CONSUMER EXPERIENCE SEARCH QUERY Local Search Results Delivering on the next moment with scheduling and transparency

35 DIGITAL ACCESS TO CARE

36 IMPROVE SEARCH VISIBILITY WITH PHYSICIAN PROFILE PAGES BUILT FOR SEO Solve for Duplicative Content Implement Schema.org and Critical Tags Decrease Page Load Times Mobile Responsive Pages INCREASE RANKING ON IMPORTANT BRAND AND NON BRAND KEYWORDS SIM Partners Proprietary and Confidential

37 SEARCH FOR IMMEDIATE CARE

Is your location data correct and listed correctly across the ecosystem?

38 KEY TAKE AWAYS 1. How does your healthcare system benefit from a location data strategy? 2. Is your location data correct and listed correctly across the ecosystem? 3. What are the other components of your acquisition strategy impacted by location data? Provider pages? Physician directories?

39 THANK YOU

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